Search Audiences

It surprises me when I run across digital advertisers that aren’t utilizing paid search audience targeting, particularly those spending very size-able budgets. Audience targeting within search offers endless possibilities to prioritize reaching the most opportune consumers, and truly cater a journey specifically to them. Most search campaign strategies I’ve worked with were built from an initial audience strategy.  First, Look at it From a Consumer’s Perspective The first step though…
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Three Data Onboarding Tips

Whether we’re combating churn through retention campaigns, or utilizing our first party data for Look-a-Like models to target the most likely prospects, onboarding is a core component of any digital audience strategy. It seems simple enough – load our emails, MAIDs and other personal identifiers into an onboarding tool, check the match rates, and then push the matched audiences into our target ad platforms. While you’re probably familiar with the…
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Using Google Analytics Audiences

Google Analytics Audiences is a powerful real-time audience tool, when using the full google stack. 1st party on-boarding audience strategies are delayed because of matching. Cookie/floodlight audience strategies are becoming more and more limited due to ITP, and don’t allow for the depth of behavioral segmentation (time on page, number of pages viewed, etc.) Leaving GA audiences a nice real-time and behaviorally deep compliment to your overall audience segmentation strategy.…
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Segmenting LTV for Efficiency

Lifetime Value (LTV) is an important metric in acquisition efforts. We obviously don’t want to spend more acquiring a customer than they’re worth (LTV), so we use LTV as a benchmark to set our Cost per Acquisition (CPA) targets. In it’s simplest form, we’d assess the average LTV of our current customers to find an aggregate LTV, and from there apply a margin to determine the threshold CPA we’re willing…
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